Many stalls at the First Glorious Spring Fair 2026 are reporting robust sales. — VNA/VNS Photo

HÀ NỘI — Wallets are opening and baskets are filling at the First Glorious Spring Fair 2026, where many stalls are reporting strong sales as crowds grow and last-minute shopping for the Tết (Lunar New Year) holidays accelerates, especially for traditional foods and festive products.

Organisers said the fair has attracted increasing footfall day by day, with consumers buying items for family use and gift-giving as the holiday approaches.

Specifically, the Bờ Đậu Hương Liên Chưng (sticky rice) cake stall has been selling about 100 cakes per day at a price of VNĐ70,000 (US$2.8) each. The stall’s owner Nguyễn Hùng Huy said the cakes are made fresh every day and delivered directly to the fair to ensure quality.

Trần Thị Tiến from Tiến Giáp Giò Bê (veal roll), a specialty of Hà Tĩnh Province, said the stall has sold around two tonnes so far. At a price of VNĐ300,000 per kg, the stall has earned revenue of roughly VNĐ600 million, higher than expectations.

Traditional clothing and festive products have also seen strong sales.

A representative from Huy Hoàng Áo Dài (long dress) said the shop recorded revenue of around VNĐ40 million, with prices ranging from VNĐ200,000 to VNĐ500,000 per set, suitable for the demand of a majority of families.

Phạm Hoàn from Bích Chi 2 Food Co Ltd in Đồng Tháp said daily sales of the company’s confectionery at the fair, led by rice crackers, were averaging around VNĐ10 million. He added the fair served as an effective direct sales channel and a platform to reach consumers during the peak season.

Visitors at the First Glorious Spring Fair. — VNA/VNS Photo

Út Mơ, a household business specialising in sausages and Đồng Tháp fish sauce, with four stalls at the fair, recorded daily revenue of around VNĐ30 million.

Mai Thành Hiệp from Cô Út General Trading and Production Co Ltd said sales of Tây Ninh rice paper and salt products were reaching about VNĐ10 million per day.

At the Cao Hoàng agarwood and sim wine stall, Phan Văn Hậu said incense products for Tết had generated about VNĐ30 million in sales, noting that stable consumption was the main objective of participating in the fair.

Notably, the Tài Anh Precious Wood stall recorded more than VNĐ3 billion in revenue, largely driven by high-value luxury wood products, including thousand-year-old Cẩm Lai wood panels priced at around VNĐ1.5 billion each, the company’s representative Bùi Văn said.

Enhance brand recognition

Visitors at the First Glorious Spring Fair. — VNA/VNS Photo

Participants at the fair largely agreed that it is not merely a short-term sales opportunity but, more importantly, an effective channel for product introduction, trust-building and stronger brand recognition.

Nguyễn Huyền Linh, a representative of TAVINA Investment and Development JSC, a company specialising in agricultural products, said the firm’s primary objective in joining the First Glorious Spring Fair was not immediate sales but customer experience.

“Large orders usually do not come right away but emerge after customers have built sufficient trust,” Linh said.

She noted that many customers who experienced TAVINA’s products at the fair later contacted the company to place bulk orders.

Linh said transparency was key, adding that it was necessary to provide clear information about products, address, phone number and a QR code for traceability.

“After the fair, many customers look back at the information to place high-value orders. That is the sustainable impact the fair brings,” she added.

Phạm Văn Tấn, director of TAVINA, said the greatest value of the First Glorious Spring Fair lay in brand building.

“Through the fair, we introduce products associated with geographical indications, culture and regional identity,” Tấn said.

Phạm Thị Việt Hà, deputy director of Northwest Tea and Specialties, said many of the company’s orders often arose after fairs.

Compared with online sales channels, fairs also allow businesses to gauge real consumer reactions.

“Just by observing how long customers stop at our booth, whether they ask about price or origin, we can assess where our products stand in the market. This is valuable data for adjusting production and business strategies,” Hà said.

The First Glorious Spring Fair is taking place at the Vietnam Exposition Centre in Đông Anh Commune, Hà Nội, until February 13. — VNS